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Week04aPerception.pptx

Perception Week 04a Lecture BUSMGT 708 Communicating Business Insights

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Learning outcomes:

By the end of this session you should be able to

Understand that we cannot always trust what we see

Identify and apply the Gestalt laws in data visualisation

Apply preattentive processing in data visualisation

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Agenda:

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Brain Rules

Perception

Preattentive Processing

Gestalt Laws

Key Takeaways

Why Visualization? Brain Rules:

#4: People don’t pay attention to boring things

#9: Stimulate more of the senses at the same time

#10: Vision trumps all other senses

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Brain Rules

Perception

Preattentive Processing

Gestalt Laws

Key Takeaways

Perception

Source: https://www.youtube.com/watch?v=IGQmdoK_ZfY

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Used by Permission of Dr. Beau Lotto (www.LottoLab.org)

DATA

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Perception

Source: https://en.wikipedia.org/wiki/The_dress

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Source: Wiki Commons (Lotus, Illinois Railroad Tracks)

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Source: Wikipedia (from the Lunar and Planetary Institute: http://www.lpi.usra.edu)

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The Moiré effect

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Gridlines spaced and muted

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The Hermann effect

(the scintillating grid)

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Unit Chart

(notice Hermann effect)

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Brain Rules

Perception

Preattentive Processing

Gestalt Laws

Key Takeaways

Preattentive Processing

For many years vision researchers have been investigating how the human visual system analyses images. An important initial result was the discovery of a limited set of visual properties that are detected very rapidly and accurately by the low-level visual system. These properties were initially called preattentive, since their detection seemed to precede focused attention. We now know that attention plays a critical role in what we see, even at this early stage of vision. The term preattentive continues to be used, however, since it conveys an intuitive notion of the speed and ease with which these properties are identified.

Typically, tasks that can be performed on large multi-element displays in less than 200 to 250 milliseconds (msec) are considered preattentive. Eye movements take at least 200 msec to initiate, and random locations of the elements in the display ensure that attention cannot be prefocused on any particular location, yet viewers report that these tasks can be completed with very little effort. This suggests that certain information in the display is processed in parallel by the low-level visual system.

Source: https://www.csc2.ncsu.edu/faculty/healey/PP/

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How many times does the digit 7 appear?

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# of times digit 7 appears: 17

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# of times digit 7 appears: 17

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Label problems

Color problems

Hard to make visual comparisons

Do we get the same Information?

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Spot the odd one out!

Source: https://www.csc2.ncsu.edu/faculty/healey/PP/

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Spot the odd one out!

Source: https://www.csc2.ncsu.edu/faculty/healey/PP/

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Spot the odd one out!

Source: https://www.csc2.ncsu.edu/faculty/healey/PP/

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Spot the odd one out!

Source: https://www.csc2.ncsu.edu/faculty/healey/PP/

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Spot the odd one out!

Source: https://www.csc2.ncsu.edu/faculty/healey/PP/

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Spot the odd one out!

Source: https://www.csc2.ncsu.edu/faculty/healey/PP/

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Brain Rules

Perception

Preattentive Processing

Gestalt Laws

Key Takeaways

Gestalt Laws

Source: https://excelcharts.com/data-visualization-excel-users/gestalt-laws/

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Gestalt Laws

Source: https://excelcharts.com/data-visualization-excel-users/gestalt-laws/

similarity: things that look like each other (size, color, shape) are related

proximity: things that are visually close to each other are related

connection: things that are visually connected are related

continuity: we complete hidden objects into simple, familiar shapes

closure: we see incomplete shapes

common fate: elements with the same moving direction are perceived as a unit

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Gestalt Law of Proximity

Source: https://excelcharts.com/data-visualization-excel-users/gestalt-laws/

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Gestalt Law of Similarity

Source: https://excelcharts.com/data-visualization-excel-users/gestalt-laws/

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Gestalt Law of Continuity

Source: https://excelcharts.com/data-visualization-excel-users/gestalt-laws/

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Gestalt Law of Continuity

Source: https://excelcharts.com/data-visualization-excel-users/gestalt-laws/

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Gestalt Law of Connectedness

Source: https://excelcharts.com/data-visualization-excel-users/gestalt-laws/

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Gestalt Law of Closure

Source: https://excelcharts.com/data-visualization-excel-users/gestalt-laws/

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What letter is this?

Adapted from Lera Boroditsky as seen on Brain Games

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Gestalt Law of Common Fate

Source: https://excelcharts.com/data-visualization-excel-users/gestalt-laws/

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Brain Rules

Perception

Preattentive Processing

Gestalt Laws

Key Takeaways

Key takeaways:

The understanding and interpretation of data is an activity of human cognition

Asking questions, discovering patterns, drawing meaning from the data

Creative, visually-driven process; also requires empirical and mathematical skills

Requires subject matter knowledge

Built-in rules (or at least, guidelines) affect the way we process information

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Key takeaways:

We can use preattentive characteristics and gestalt laws to reduce cognitive load

Humans like to group objects based on color, shape, direction, proximity, closure/enclosure;

Humans like simple, close, smooth, symmetrical, easy-to-process shapes;

If we are aware of these laws we can take advantage of them to design better charts or dashboards.

We must also be aware their negative impact: we shouldn’t force the reader to see groups that aren’t really there; a simple shape is not necessarily the right shape.

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